1 week Ago By Quinn Mercer
New York City's doughnut offerings have expanded with the opening of Japan-based shop I'm donut? in Times Square. According to Eater New York , this location marks the brand's first international branch. Located at 154 West 45th Street, the shop features pumpkin brioche doughnuts along with a variety of traditional and innovative flavors.
The business states that it aims to "challenge classic pastry conventions." Open from 10 a.m.
to 4 p.m., Wednesday through Sunday, the shop has drawn lines of New Yorkers and visitors interested in trying its "nama" (fresh) signature flavors, including original, chocolate, and matcha.
In addition to sweet options, the menu features savory varieties such as chicken ginger teriyaki and NY BLT, served as sandwiches, offering a distinct option for breakfast and lunch, as per Eater New York . The store’s design emphasizes minimalism, featuring doughnuts displayed on a six-ton granite boulder sourced from upstate New York. The service counter and rear tea station continue this natural theme.
According to Time Out New York , Chef Ryouta Hirako, founder of I'm donut?, designed the space with elements inspired by Japanese aesthetics, including shoji screens, contributing to an environment that reflects the shop’s overall concept. The shop includes vegan options such as glazed, strawberry chocolate, and pistachio white chocolate. In a statement provided to Eater New York , Chef Hirako described common customer reactions to the doughnuts as “surprise, sometimes confusion, happiness and smiles,” reflecting the brand’s intention to offer a distinctive and memorable product.
Part of the ongoing growth in New York City's bakery scene, I'm donut? distinguishes itself through its focus on offering a unique doughnut experience. Amid the wide range of food choices in Times Square, the shop has established a presence. In addition to its doughnut offerings, it features items such as branded merchandise and scented candles.
The store reflects founder Ryouta Hirako’s goal of introducing his doughnuts to a broader audience through a creative and multi-faceted concept..
